The Equitime® Endurance Brand: a story of passion and innovation born in Abruzzo

In the green heart of Abruzzo, a land of mountains and old traditions, a new project was born in 2009 that changed the world of horse riding: Equitime.

It was not just a tack shop, but a shared vision, created thanks to the passion of Piergiorgio Di Benedetto and the important support of his father, who helped him during the first steps of this business adventure.

At that time, in Abruzzo there was no main tack shop for people who practiced equestrian sports, especially Endurance, a discipline that is beautiful but also demanding.

Equitime was created to fill this gap, with the idea of offering a wide range of quality technical products, made by people who live with horses every day.

From the beginning, the company stood out for its handcrafted care, the attention to materials, and a modern approach to design.

FROM EXPERIENCE IN COMPETITION TO DESIGN

Piergiorgio lived the Endurance world in person, riding many kilometers, facing the hard parts of long-distance races, and learning the limits and strengths of both horse and rider.

From this direct experience, with real needs and field solutions, the Equitime brand was born: a company created to offer highly technical and high-performance products for horses and riders.

His idea was simple but smart: to turn what he learned in the saddle into products that improve the performance and well-being of the horse-rider pair.

At the heart of his design work is constant dialogue with real horse people: Endurance professionals and experienced clients who, with their feedback, help Equitime grow every day.

TWO HEARTS, ONE BUSINESS VISION

Erica, an Endurance rider and co-owner of the company, has always been next to Piergiorgio. Together, they share not only life and passion for horses, but also the leadership of Equitime. They have faced competitions and challenges, building a company identity based on real values and a shared vision.

Besides managing the marketing and communication of the brand, Erica also takes care of all commercial aspects: she handles the dealer network, plans growth strategies, and is a key contact for everyone who works with Equitime. Her skills and vision help the company grow every day.

Their competition experience, together with a life spent with horses since childhood, has deeply shaped Equitime’s identity.

THE ENDURANCE TRUCK: A MOBILE SHOP AT TOP COMPETITIONS

The wish to be present where Endurance really happens led Equitime to create an innovative idea: the Endurance Truck, a real mobile shop at the most important events of the sport.

Thanks to this, Equitime has become a trusted name all over the world, bringing quality, advice, and passion directly to the competition field.

Talking directly with riders helps the company get fast feedback, understand the real needs of horse people, and turn them into new and better technical solutions.

EQUITIME STABLE: A SMALL BUT GROWING BREEDING PROJECT

Today Piergiorgio and Erica don’t race anymore, but their passion for Endurance lives on through the Equitime Stable, a breeding project that now includes 16 horses from the best international bloodlines.

Some of these horses are trained and raced by experienced riders, carefully chosen to keep the company’s philosophy alive on the field.

A TEAM OF 10 PEOPLE, A SHARED VISION

Today Equitime is a well-structured company, but it still has the same true spirit of the beginning. The team includes 10 young professionals, each with specific knowledge in the horse world: design, production, logistics, customer care, and communication.

They are all united by the same passion and a strong goal: to offer excellent products and service that makes every rider feel part of the Equitime family.

ITALIAN TRADITION, INTERNATIONAL SPIRIT

Equitime is not just a brand. It’s a way to live Endurance.

It means care for details, constant research, and love for the craft. It’s a company that combines Italian handmade tradition and international vision. It grows by listening to its clients and is always ready for new challenges.

Since 2009, the journey has been long, full of challenges, brave choices, and big achievements.

But the journey is not over: Equitime looks to the future with energy, ready to grow, listen to the market, and keep innovating, while staying true to its identity. It grows step by step, with those who choose it.

Discover the full range of products at www.equitime.it

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@equitime.endurance
Equitime Endurance Products

Estefanía López
Digital Marketing Specialist - Equitime